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    Acid Attack Awareness Ad Via Pakistan— Hard To Look At, Harder To Turn Away

    Warning: graphic image.

    The Depilex SmileAgain Foundation is a nonprofit helping acid and kerosene attack victims in Pakistan. According to their website, they do everything from provide medical treatment and reconstructive surgery to legal and job placement assistance to ongoing support help through a network of voluntary workers.

    Also according to their website, young girls and women between the ages of 14 to 25 are the most common victims. The motives are obsession, jealousy, suspected infidelity, failure to give dowry, husband wanting to re-marry, sexual non-cooperation, and enmity. The face is the most common target, but sometimes men also attack genitals.

    Often graphic imagery in PSAs has been found to do little or nothing to solve the problem, most notably with drunk driving ads.

    But sometimes — like with these brutal Irish child abuse awareness commercials— shocking people is the best way to stir action.

    Ad agency: : IAL Saatchi & Saatchi Pakistan.

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